Wedding Bug provides beautiful, professional and affordable wedding photography, video and disc jockey services. Wedding Bug believes that every bride and groom deserves high-quality artistry to preserve their most precious wedding day moments. As part of the American Wedding Group, Wedding Bug brings over 30 years of continuous quality, reliability and innovation.
In recent years, Wedding Bug has observed a number of significant trends that required adjustment in their mode of operations and the positioning of their services. Brides are feeling more comfortable buying photography, videography and disc jockey services online, and have little desire to have phone or in-person meetings. Weddings are shrinking in size and budget, and couples are striving to make them more intimate and personal, moving away from traditional standards. Couples are assigning a higher value to building lasting memories and at the same time, being more conservative with expenses.
Wedding Bug competes with national studios and local photographers, all who have been recently investing heavily on upgrading their web presence. With the availability of inexpensive and do-it-yourself tools, even the smallest studios can now produce attractive websites where they showcase their work.
- Modernize look and feel of website and better align brand with target audience
- Improve user experience throughout the complete purchase process, in all screen sizes and device types
- Increase the portion of customers that purchase directly online
Wedding Bug engaged Lyquix to completely redesign their website to help adapt and succeed in this changing competitive environment. The previous website had been optimized over several iterations, but after almost a decade since the last major redesign, it started to show signs of aging and it had become evident that a complete redesign was necessary.
While Wedding Bug acknowledged that the website needed a complete redesign, their current website was performing very well, so they needed assurance that this major overhaul would not unintentionally hurt their business. The new website had to accurately position their service offering to attract and convert a precise target market.
Lyquix process started with an exhaustive analysis of Wedding Bug service offering, target audience, business model and competition. This required a comprehensive review of all customer touch points: website, pay-per-click campaigns, landing pages, email marketing, referrals, bridal shows and phone contacts.
A critical aspect of this project was understanding the mindset of the target market. What do they value? What questions they may have? What are their concerns? With these questions and attitudes in mind, we meticulously and critically traced the purchase process that customers follow. Through every step we crafted the design, message and actions to address the customer's needs, while driving the purchase process forward. In close collaboration with the Wedding Bug, we identified opportunities for restructuring and streamlining the website, their services offering, key messages and processes.
- Review of all customer touch points: website, pay-per-click campaigns, landing pages, email marketing, etc.
- Detailed trace of the customer online purchase journey
The same approach was used to revamp the landing pages used for pay-per-click campaign, as well as email marketing campaigns that are critical to the business.
Lyquix worked with Wedding Bug's in-house development team to implement the new designs and provided technical consulting to fine-tune the look and performance of the new website, landing pages, and emails.
High-volume e-commerce websites show their wins and loses fairly quickly. Once the new website was launched, Wedding Bug saw immediate positive results beyond their initial expectations for the project.
Several customers have proactively provided positive feedback on the new website, complimenting on the beauty and extraordinary ease of use. Sales representatives have reported a more positive perception of the brand by the customers they interact with.
From a business perspective, Wedding Bug reported a significant increase in the number of packages sold entirely online (without the need of follow up phone calls), and an even larger increase in conversions for customers arriving through landing pages. Besides the evident increase in business, these results bring with them cost reductions as well: a lower load on call center personnel and a reduced average cost of customer acquisition.
- Noticeable increase in amount of packages sold entirely online
- Positive feedback on the new website, complimenting on the beauty and extraordinary ease of use